history-of-copywriting-Bernbach-Volkswagen-Think-Small easy web marketing
Posted: Wed Dec 04, 2024 7:04 am
Raymond Rubicam (1892 – 1978)
Rubicam was among the first copywriters to understand that what makes the difference in an advertising message is not HOW MANY TIMES a concept is repeated but HOW it is expressed.
Hence the importance of creativity and scientific research, fundamental elements for the creation of a successful campaign.
Founder, together with John Orr Young, of Young & Rubicam , one of the most important advertising agencies in the world, Rubicam put these beliefs into practice in one of his most successful works: The Instrument of the Immortals for Steinway & Sons , a piano manufacturer.
history of copywriting Rubicam The Instrument of the Immortals easy web marketing
Rubicam's 1919 advertising campaign for Steinway & Sons pianos
Through in-depth, consumer-oriented research , Rubicam discovered that Steinway pianos had been used by nearly all of music's greatest composers.
Hence the idea of creating an ad (text and image), centered on a prominent personality in classical music. The first was the one made with Franz Listz, Hungarian composer, pianist and conductor.
William Bernbach (1911 – 1982)
Known for having given life to the second creative revolution of advertising in the United States, everyone remembers him as a copywriter but since 1947 he has worked as a creative director . He is the inventor of the “creative couple” in which copywriters and art directors collaborate to create even more effective advertising campaigns. Words and images must combine perfectly with each other.
You may be interested in : Freelance Copywriter: How It Helps You Communicate Your Brand
Bernbach's style is characterized by two distinctive elements: irony and negative approach .
Irony is the weapon used to “wink” at consumers who share the same chinese overseas asia phone number data expressive code ( recognisability ).
The negative approach served to prevent consumer objections by anticipating and emphasizing the weaknesses that the public would attribute to the product.
“All of us who use the mass media for work are the shapers of society. We can vulgarize this society. We can brutalize it. Or we can help it reach a higher level.”
William Bernbach
The campaigns created by William Bernbach for the Volkswagen Beetle in the USA.
His pen signed brilliant campaigns, including You don't have to be Jewis to love Levy , with the aim of spreading the product outside the circle of usual consumers. And those for Volkswagen, Think small or Lemon , aimed at the American market.
Leo Burnett (1891 – 1971)
There are two traits that characterize Leo Burnett's style: the search for the Inherent Drama of a product (the factor that pushes someone to put a certain product on the market) and the Common Touch (the reason why the consumer should buy it).
copywriting history Leo Burnett easy web marketing
Leo Burnett, copywriter and founder of the Leo Burnett Company, Inc.
His name is associated with one of the largest advertising agencies in the world, founded in the years of the Great American Depression in 1929. Burnett was a lover of simple language , common characters and archetypes.
“I like to think that we Chicago ad people are all tough guys, that Chicago copywriters spit on their hands before they grab their big black pencils.”
Leo Burnett
copywriting history Leo Burnett Marlboro Man
The Marlboro Man created by copywriter Leo Burnett
One of his most successful campaigns was for Marlboro, centered on the figure of the Marlboro Man . A modern cowboy with the charm of a rough man who fully embodies the American values of the time. It was the way to convince consumers that smoking was something reserved not only for the female gender.
Rubicam was among the first copywriters to understand that what makes the difference in an advertising message is not HOW MANY TIMES a concept is repeated but HOW it is expressed.
Hence the importance of creativity and scientific research, fundamental elements for the creation of a successful campaign.
Founder, together with John Orr Young, of Young & Rubicam , one of the most important advertising agencies in the world, Rubicam put these beliefs into practice in one of his most successful works: The Instrument of the Immortals for Steinway & Sons , a piano manufacturer.
history of copywriting Rubicam The Instrument of the Immortals easy web marketing
Rubicam's 1919 advertising campaign for Steinway & Sons pianos
Through in-depth, consumer-oriented research , Rubicam discovered that Steinway pianos had been used by nearly all of music's greatest composers.
Hence the idea of creating an ad (text and image), centered on a prominent personality in classical music. The first was the one made with Franz Listz, Hungarian composer, pianist and conductor.
William Bernbach (1911 – 1982)
Known for having given life to the second creative revolution of advertising in the United States, everyone remembers him as a copywriter but since 1947 he has worked as a creative director . He is the inventor of the “creative couple” in which copywriters and art directors collaborate to create even more effective advertising campaigns. Words and images must combine perfectly with each other.
You may be interested in : Freelance Copywriter: How It Helps You Communicate Your Brand
Bernbach's style is characterized by two distinctive elements: irony and negative approach .
Irony is the weapon used to “wink” at consumers who share the same chinese overseas asia phone number data expressive code ( recognisability ).
The negative approach served to prevent consumer objections by anticipating and emphasizing the weaknesses that the public would attribute to the product.
“All of us who use the mass media for work are the shapers of society. We can vulgarize this society. We can brutalize it. Or we can help it reach a higher level.”
William Bernbach
The campaigns created by William Bernbach for the Volkswagen Beetle in the USA.
His pen signed brilliant campaigns, including You don't have to be Jewis to love Levy , with the aim of spreading the product outside the circle of usual consumers. And those for Volkswagen, Think small or Lemon , aimed at the American market.
Leo Burnett (1891 – 1971)
There are two traits that characterize Leo Burnett's style: the search for the Inherent Drama of a product (the factor that pushes someone to put a certain product on the market) and the Common Touch (the reason why the consumer should buy it).
copywriting history Leo Burnett easy web marketing
Leo Burnett, copywriter and founder of the Leo Burnett Company, Inc.
His name is associated with one of the largest advertising agencies in the world, founded in the years of the Great American Depression in 1929. Burnett was a lover of simple language , common characters and archetypes.
“I like to think that we Chicago ad people are all tough guys, that Chicago copywriters spit on their hands before they grab their big black pencils.”
Leo Burnett
copywriting history Leo Burnett Marlboro Man
The Marlboro Man created by copywriter Leo Burnett
One of his most successful campaigns was for Marlboro, centered on the figure of the Marlboro Man . A modern cowboy with the charm of a rough man who fully embodies the American values of the time. It was the way to convince consumers that smoking was something reserved not only for the female gender.